Ariel Wengroff has always been attracted to innovation and storytelling. With a background in award-winning content production at VICE Media, she now leads global marketing and communications at Ledger. Her career shift from traditional media to the world of blockchain was driven by her passion for challenging legacy systems and empowering people to take control of their assets.
In this interview, Wengroff shares how she uses storytelling to make complex blockchain technology easier to understand, the challenges of marketing tech products, and her efforts to make the industry a better place. should be more inclusive. She also offers her views on the future of digital security, how blockchain can change the world of media, and her vision of empowering creators through new technology.
You’ve had a remarkable career in the media industry, from VICE Media to producing Emmy-nominated content. What attracted you to the blockchain space, and how did you navigate the transition from traditional media and content creation to a technical field like blockchain security?
The transition came naturally because I have always been attracted to emerging fields that challenge the status quo. Blockchain feels like the next frontier to me — it represents a shift in power, ownership, and trust, much like the evolution of communications.
What attracts me is the potential for decentralization and empowering people to control their assets and identities, just as storytelling gives people a voice. I immediately thought about the opportunity for intergenerational change: “Is this a replacement for credit scores?” “Is this a way that creators can have a direct revenue stream and connect with their fans?”
Yes, it’s an engineering field, but at its core, it’s about re-imagining systems — something I’ve done throughout my career.
How has your background in storytelling and communications shaped your approach to global marketing and communications at Ledger?
Storytelling is everything, especially in a space as complex as blockchain. My background in media taught me how to package complex stories into something relatable and engaging.
At Ledger, I approach media the same way — by creating stories that make blockchain and digital security not only understandable but meaningful to people’s lives. It’s about connecting technology with the human experience. I always say, cultural power creates product power. This is extremely important at Ledger.
Can you talk about the specific challenges of marketing and communicating complex technologies like blockchain and digital asset security to a broader audience?
The biggest challenge is making technology feel accessible without diminishing its importance. Blockchain is inherently technical, but the impact is personal — people need to understand how it protects their assets and identities.
Our role is to decode industry and communication language in a way that people can see immediate value in their everyday lives. Education is key, but so is building trust in a space where people are often skeptical.
That’s why Ledger’s 10th Anniversary journey is so important. To achieve mass understanding, you must think globally and act locally. Every part of accessibility is meeting people where they are and understanding that what works in France or Germany will not work in Mexico or the UAE.
As Vice President of Global Marketing and Communications at Ledger, you are responsible for educating the public about digital asset security. How do you balance Ledger’s technical expertise with making content accessible to everyday users?
We focus on turning complexity into clear, actionable messages. Ledger is known for its technical expertise, but we always strive to communicate through a human lens. Ledger also has Ledger Students, our recent ‘Road to Ledger Stax’ documentary, the Ledger Podcast, and a large library of award-winning and translated content to make technology fun and interesting. easy to understand for everyone.
Whether it’s through simple comparisons, user-friendly tutorials, or real-life examples, we prioritize content that resonates with both beginners and experts. The goal is to ensure that security is not something to be feared — it is to be encouraged.
You have been recognized as a leader in LGBTQ+ advocacy and communications. How have your experiences as an LGBTQ+ woman shaped your journey in the male-dominated tech industry?
Being an LGBTQ+ woman means I’m often one of the few in a crowd (unless it’s Pride!) or in a boardroom. This isn’t unique to the tech industry, there’s actually a great organization called Lesbians Who Tech, working to get LGBTQ+ people into tech jobs.
It means I’m more aware of concentric circles in business, and it’s easier to reach out to friends than to ask out new people, which in previous systems meant that for many men than. I see this changing in all career fields, and I’m excited to see the growing number of LGBTQ+ stars shining in media, business, and technology today. .
It also shaped my perspective on what it means to be an outsider in a space and the importance of creating environments where everyone feels welcome.
I have determined that I will support telling forgotten stories, not just as a talking point but as a need for innovation and progress. It’s about opening doors and making sure they stay open for others after us.
What advice do you have for women and LGBTQ+ people who want to get into the blockchain or tech space but may feel apprehensive?
You are suitable here. The biggest challenge is often just getting started, but once you do, you’ll see how many of us are working to make this space more inclusive. Use your unique perspective as a strength, because technology — and especially blockchain — needs more diverse voices. Don’t be afraid to ask and seek guidance; There are communities out there that will support you.
The blockchain space can sometimes be closed. How do you think we can make it more inclusive and accessible, especially for underrepresented groups?
It starts with representation — both in leadership and in the stories we create around technology. We need to be conscious about who we hire, who participates in the conversations, and how we market the blockchain.
Education and guidance are important, but the technology itself also needs to be accessible and easy to use. Inclusion is not just about who is present, but also who feels empowered to participate.
You’ve mentioned in previous interviews that blockchain is still at a critical point. How do you envision Ledger and the broader industry evolving in the coming years?
I believe Ledger will continue to push the boundaries of digital security, moving beyond crypto to become the primary platform protecting all types of digital assets — whether identity or data. The broader industry is at a critical point where trust is everything, and I see a future where blockchain is not just a niche sector, but the backbone of how we transact and protect prices. treat globally. We are on a moving train, it’s not a question of stopping, but how fast it can go.
What excites you most about the future of blockchain technology, especially considering the intersection of media, technology and finance?
What excites me is the convergence of these industries. Blockchain has the potential to reshape media by giving creators true ownership of their work, finance by disaggregating power, and technology by ensuring privacy and security. built into the foundation of the internet. The idea that we can create systems where people control their data, their identities, and their work is incredibly powerful.
The recent strikes in Hollywood and the changing media landscape have only reinforced the need for new ways for creatives to interact in distribution environments and how they stay in touch with audiences. their audience over time.
You’ve worked on some groundbreaking projects like WOMAN with Gloria Steinem and Netflix’s Sitara: Let Girls Dream. Do you have any plans to combine your passion for media and your current work in blockchain?
Sure. I’ve always believed in the power of storytelling to drive change, and there are so many opportunities to tell blockchain’s story in a way that resonates with people outside of technology. I’m particularly interested in exploring how we can use blockchain to revolutionize content creation and ownership, ensuring that creators are fairly compensated and retain control of their work .
This is an exciting space, and I think there’s a lot of potential to merge the two worlds. We’ve created mini-documentaries at Ledger, and I’d like to see those stories delved into in the future.